Colleges competing to offer distance education are using aggressive marketing tactics to gain visibility. Some observers wonder whether educational interests or marketing agencies are driving the trend. The agencies offer varied services, including course creation, course conversion to electronic format, faculty training for online teaching,…

States that community colleges have an increased need to focus on marketing their services to students in addition to providing them. Gives the example of Central Piedmont Community College's (Virginia) partnership with the local Workforce Development Board, and the competitive edge it afforded the college. Explores whether job training…

A model was developed for recruiting experienced educators, extending the recruitment-as-marketing theory. To assess the model's utility, 168 experienced female teachers posed as job applicants responding to position advertisements. Participant reactions were more favorable when advertisements contained intrinsic job attributes, a personal tone,…

Purpose: This article is a critical reflection of the development and implementation of one of the first online doctoral programs in the UK set up at the University of Northumbria, Newcastle in 2000. Design/methodology/approach: The method adopted for analysis takes the form of a case study. Findings: Effective market research has to be undertaken…

Purpose: Aims to investigate the similarities and differences between traditional and corporate universities and determine whether their respective futures will continue to plough separate furrows or converge. Design/methodology/approach: Examines mission statements, core values, guiding principles, aims and objectives from a sample of traditional…

In Winter 1994, the Marketing Department at Salt Lake Community College (SLCC) in Utah implemented an educational marketing plan that incorporated a focus on customer service to improve institutional effectiveness and student satisfaction. The plan includes a retention and recruitment program to strengthen the college's relationship with current…

This guide describes 35 programs developed by the Wisconsin Leadership Identification Program. The Leadership Identification Program offers mentee participants a structured mentee/mentor relationship, an opportunity to design a formal professional growth plan, a statewide leadership training session, visibility through a statewide newsletter, and…

This guide, which was developed with input from more than 120 Job Training Partnership Act (JTPA) programs across the United States, is designed to give JTPA program staff new ideas for conducting their targeting, outreach, and recruitment efforts. Presented first are an overview of the guide's contents and suggestions for using it. The first five…

Vocational educators must integrate marketing into school operation in a way that will enable them to better plan and deliver professional services that address the needs of students, employers, and society. Educators should be aware that marketing in educational settings is different from marketing in profit-making and service organizations, and…

A description is provided of a study undertaken by Glendale Community College (GCC-Arizona) to determine what marketing and information dissemination activities could be undertaken by the college information office to increase enrollments among target markets. Chapter 1 provides an introduction to GCC and its college information office, looking at…

The Bellarmine Outreach Consortium, which provides access to baccalaureate and masters education in nursing for registered nurses in Kentucky, West Virginia, and Tennessee, is described. The components of a marketing process for colleges are also considered, with attention to product, place, price, and promotion. The nursing department of…

Many concerned academic administrators are turning to marketing as the cure for shrinking enrollments. These administrators often have unrealistic expectations of what marketing techniques can achieve. Marketing cannot cover up for programs of poor quality, create customers in an over-harvested market, or overcome high attrition when students…

The Enrollment Management Plan proposed in this report was developed in an effort to provide a comprehensive framework for organizational analysis, planning, and evaluation for the Off-Campus Program of the Community College of Rhode Island. The introductory sections of the report offer background information, define enrollment management, and…

In response to dwindling enrollments and increasing competition from other postsecondary institutes and private training schools, the Southern Alberta Institute of Technology (SAIT) has developed a marketing plan to take advantage of existing opportunities. SAIT's Marketing Department focuses on developing a strong and unique institutional image…

Enrollment management and marketing strategies employed by the largest state university users of American College Testing (ACT) program tests were studied. The primary objective was to develop a descriptive profile of institutional practices and role performance factors. The study population was the 54 largest state university users of ACT student…